Parenting

Wednesday, November 25, 2009

The great Baby Einstein scam

Of course it was too good to be true.

The New York Times reported Thursday that Disney is offering a refund to buyers of its ubiquitous “Baby Einstein” videos, which did not, as promised, turn babies into wunderkinds. Apparently, all those puppets, bright colors, and songs were what we had feared all along—a mind-numbing way to occupy infants.

This news has rocked the parenting world, which had embraced the videos as a miraculous child-rearing staple. Videos that make your kid smarter while you prepare dinner? Genius!

Or not. According to the article, the American Academy of Pediatrics recommends that children under two years old stay away from watching screens. In the letter threatening Disney with a class-action lawsuit for "deceptive advertising," public health lawyers hired by Campaign for a Commercial-Free Childhood cited a study which found a link between early television exposure and later problems with attention span.

For many parents, this was the most unsettling of "duh" moments, and a confirmation that nothing, when it comes to child-rearing, is as ever easy as we'd like to make it. So why were we so quick to seize on Baby Einstein videos as technological tutors? 

Call it the perfect storm of parenting. Who doesn’t want to believe that there is  a magical, wondrous, no-parental-guidance-required product that will turn their kids into Mensa members? The combination of our lack of time, our paranoia over our kids performance, and our faith in  technology primed this generation of parents to accept the clever advertising around "Baby Einstein" as truth, just as parents before us have seized on corporal punishment, or the teachings of Dr. Spock.

Still, the idea that a caper this big could be pulled off (according to the Times, in “a 2003 study, a third of all American babies from 6 months to 2 years old had at least one 'Baby Einstein' video") is mind-boggling. Disney’s refund is about as close as we’re going to get to an actual admission that we were sold snake oil, and it casts a pall over the other "educational" toys out there.

So now what? Lose the Leapfrog? Whisk away the Wii? How do you plan on keeping (or cutting out) technology in your child's life?


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From the Community…

Comments 1-10 of 2,760
  • M G H's Avatar
    Posted by M G H Mon Oct 26, 2009 6:02pm PDT

    This is what happens when every new young parent thinks their kid is the Golden Sprog.

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  • Mira Jacob, Shine staff's Avatar
    Posted by Mira Jacob, Shine staff Mon Oct 26, 2009 6:04pm PDT

    M G H, I don't even know what a "Golden Sprog" is. Do you have a video tutorial for me? ;)

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  • The Tedster's Avatar
    Posted by The Tedster Mon Oct 26, 2009 6:04pm PDT

    Parents in general and mommies in particular have a bulls eye on their backs re: this kind of crap. Who wants to be accused of not providing everything possible for their kids to succeed? It wouldn't surprise me if some kid sues his parents in the future for NOT giving him the wherewithall to be a genius.

    Another pet scam of mine is literally a "pet scam". Spkg of targeting mommies again, this scam targets those "mommies" w/out children--at least those of the human variety. The babies that these "mommies" have are typically dog, cats and birds. Those so-called and self appointed pet psychologists who claim to communicate w/ your pet(s) PREY on the maternal instincts of women.

    No training, no degree and no experience necessary. I'm a pet psychologist because I say so. See the shingle hanging outside my office? Says so right there, too. And here's my business card which also says the same thing. I must be legit. And in my spare time I also read palms and do astrology both of which are equally as scientific. And who's to say I can't actually do what I claim I can do? Can't prove otherwise can you? Your pet isn't talking.....except to me of course. But for $100 an hr my question would be, "How do I know you CAN do this?" Don't be taken in ladies.

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  • M's Avatar
    Posted by M Mon Oct 26, 2009 6:08pm PDT

    This is idiotic. No kidding it isn't a magic answer to making your kids intelligent. Kind of like not knowing that coffee is hot. Only stupid people are that dumb. Suing for it is just as stupid as thinking that it actually solved any need for parental involvement in child education.

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  • Sheri's Avatar
    Posted by Sheri Mon Oct 26, 2009 6:09pm PDT

    This is insaine. You have to be a moron to think that these dvd's will make your child smart. To sue Disney is crazy. But of course that is what people do today, blame someone else for their problems.

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  • Mira Jacob, Shine staff's Avatar
    Posted by Mira Jacob, Shine staff Mon Oct 26, 2009 6:15pm PDT

    M, in your hurry to call a lot of parents dumb, you missed the point. Disney advertised these videos as educational without any basis to do so. A well-functioning society should have means to go after marketers that specifically use false claims to boost the sales of their products. That's not idiotic in my book, that's protective, and kind.

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  • Danielle's Avatar
    Posted by Danielle Mon Oct 26, 2009 6:15pm PDT

    This pretty ridiculous. I am a single mother of two boys, and had I not had Baby Einsteins, I really do not know how I would have been able to get myself ready and prepare breakfast some mornings. Never did I think it would turn my kids into geniuses, nor would I expect it to.

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  • Black X's Avatar
    Posted by Black X Mon Oct 26, 2009 6:16pm PDT

    what about "your baby can read" does that work!?!

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  • nunyabusiness's Avatar
    Posted by nunyabusiness Mon Oct 26, 2009 6:16pm PDT

    Everyone wants a quick fix. If you want to teach your kids anything in life- teach them not to be sucker! Haha

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  • Rachael's Avatar
    Posted by Rachael Mon Oct 26, 2009 6:17pm PDT

    My kids loved them. I stuck with the basic ones; colors, shapes, and music with misc. objects being shown. We never did the flash cards or other stuff. I didn't think or expect the videos would turn my child into a little einstein. I do think after the first few videos they did get a little out of hand.

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